現(xiàn)代銷售學(xué)創(chuàng)造顧客價(jià)值(第11版)Manning11e06

CHAPTER6CreatingProductSolutionsLearningObjectivesExplaintheimportanceofdevelopingaproductstrategyDescribeproductconfigurationIdentifyreasonswhysalespeopleandcustomersbenefitfromthoroughproductknowledgeCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHallLearningObjectivesDiscussthemostimportantkindsofproductandcompanyinformationthatsalespeopleuseincreatingproductsolutionsDescribehowknowledgeofcompetitionimprovespersonalsellingListmajorsourcesofproductinformationCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHallProductStrategyDefined “Theproductstrategyisawell-conceivedplanthatemphasizesbecomingaproductexpert,sellingbenefits,andconfiguringvalue-addedsolutions.〞Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHallStrategic/Consultative

SellingModelCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHallFIGURE6.1SellingSolutionsAremutuallysharedanswerstorecognizedcustomerproblemsAremoreencompassing thanspecificproductsProvidemeasurable resultsRequireagreater efforttodefineanddiagnosethecustomer’sproblemsCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHallTailoringtheProductStrategyTransactionalBuyersConsultativeStrategicAllianceStandardorgenericitemsHiddenfeaturesHighcostimportanceUnderstandtheirownproductneedsDifferentiatedchoicesLimitedsubstitutabilityProductcanbeeasilysubstitutedCustomizableCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHallTheproductstrategyshouldbetailoredtothecustomer’sbuyingneeds:BUSCHCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHallSeethe

WebsiteExplosionofProductOptionsDomesticandglobalmarketsoverflowingMorethan30,000consumerproductsareturnedouteachyearThegoodnewsis:buyershaveachoiceThebadnewsis:withmorechoices,buyingprocessismorecomplicatedCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHallProductConfigurationProductselectionprocessisoftenreferredtoas“productconfiguration〞ProductconfigurationsoftwareDevelopscustomizedproductsolutionsquicklyandaccuratelyIncorporatescustomerselectioncriteriaIdentifiesoptions,pricing,deliveryschedulesCanintegratewithCustomerRelationshipManagementapplicationsCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHallWrittenProposalsManyclientsaskforwrittenproposalsandsomeprovidedetailedguidelinesMostwrittenproposalsinclude:BudgetandoverviewObjectiveStrategyScheduleRationaleCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHallBecomingaProductExpertProductdevelopmentandqualityimprovementprocesses PerformancedataandspecificationsMaintenanceandservicecontractsPriceanddeliveryCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHallProductDevelopmentandQualityImprovementDevelopmentBefamiliarwithproducthistoryKnowstagesofproducttestingLinkkeyfeaturesandcustomerneedsQualityQualitycontrolinvolvesmeasuringagainststandardsExtensivesales-forcetrainingiskeyelementofqualitycontrol 6-13PerformanceDataandSpecificationsMostclientsareinterestedinproductperformanceandspecificationsSalespeoplemustbepreparedtoanswerperformance-relatedquestionsDataoftencriticalwhencustomercomparesvariousproductsCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHall

SeaRayBoats:Maintaininghighlevelsofquality

Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHallSeethe

WebsiteMaintenanceandServiceContractsProvideservice-relatedinformationinproposaland/oratthetimeofsaleUnderstandcustomer’sserviceandmaintenancerequirementsCustomizedserviceagreementsaddvalueCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHallPriceandDeliveryClientsexpectsalespeopletobewell-versedinpriceanddeliverypoliciesGivingsalespeoplepriceanddeliverydecisionpoweryieldsstrongpositionPriceobjectionsoftencommonbarriertoclosingthesale

Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHallQuantifyingtheSolutionProcessofdeterminingifproposaladdsvalueConductacost-benefitanalysisusingcostsandanticipatedsavingsSeeTable6.1foranexample(nextslide)CalculateareturnoninvestmentKeydecisionmakersrespondfavorablytoROICopyright?2021PearsonEducation,Inc.PublishingasPrenticeHallCost-BenefitAnalysisCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHallTABLE6.1KnowYourCompanySalespeopleselltheircompanyasmuchormorethantheysellaproductOrganizationalcultureisacollectionofbeliefs,behaviors,andworkpatternscommontoafirm’semployeesManyprospectsuseafirm’spastperformanceasindexforcurrentproducts/servicesCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHallGEARforSportsCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHallSeetheWebsiteUPS,Inc.

SeetheWebsite“Thestrategieschangeandthepurposechanges,butthevaluesneverchange.〞

MichaelL.Eskew,chairmanandCEO,UPS,Inc.Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHallKnowYourCompetitionAcquiringknowledgeofthecompetitionisanimportantstepKnowingstrengthsandweaknessesofcompetingproductsallowsyoutoemphasizeyourbenefitsProspectsdoraisequestionsaboutcompetition—bepreparedtoanswerCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHallYourAttitudeToward

YourCompetitionAvoidreferringtothecompetitionduringsalespresentations

NeverdiscussthecompetitionunlessyouhaveyourfactsstraightNevercriticizethecompetitionBepreparedtoaddvalueCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHallBeanIndustryExpertSalespeopleneedtobecomeanexpertintheindustrytheyrepresentNeedtomovebeyondproductspecialisttobusinessanalystKnowledgeofindustrymustbebothcurrentanddetailedCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHallIndustryExpertise:

It’sNeverTooEarlyProcessoftenstartsincollegeexperienceReadtradejournalsRegularlyattendindustry

seminarsandconventionsBecomeactiveinindustry

associationsCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHallSourcesofProductInformationProductliterature,catalogs,web-basedsourcesPlanttoursInternalsalesandsalessupportteamCustomersTheproductitselfTradeandtechnicalpublicationsCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHallBenefitsNotFeatures “Idon’tthinkthatweunderstoodourrealgoalwhenwefirststartedFederalExpress.Wethoughtthatweweresellingthetransportationofgoods;infact,weweresellingpeaceofmind.〞—FrederickSmith,founderofFedExCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHallFeaturesandBenefitsAfeatureisdata,facts,orcharacteristicsofyourproductorserviceAbenefitiswhateverprovidesthecustomerwithapersonaladvantage

orgainGeneralbenefitsSpecificbenefitsCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHallAddingValuewithaFeature:

BenefitStrategySuccessfulsalespresentationstranslateproductfeaturesintobenefitsthatmeetaspecificneedOnlywhenaproductfeatureisconvertedintoabuyerbenefitdoesitmakeanimpactCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHallAddingValuewithaFeature:

BenefitStrategyDistinguishbetweenfeaturesandbenefitsUsebridgestatementsStatementsthatconnectfeaturestobenefitsIdentifyfeaturesandbenefitsAvoidinformationoverloadCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHall

KeyConcept

DiscussionQuestions

Explaintheimportanceofdevelopingaproductstrategy